Take control of your pay per call campaigns to drive quality traffic wherever it needs to go.

Pay Per Call

Create PPC campaigns to attribute inbound call sources and route qualified traffic to the best representative.

What is a Pay Per Call Campaign?

If you’re in Marketing (or even just work with Marketers), you may have heard the term “Pay-Per-Call”
or PPC being thrown around. But what is it, and how is it relevant to your business?

It’s guaranteed that you have been exposed to PPC marketing, even though you may or may not have known
it at the time. Think of late night infomercials with a listed number to call (“Call now and get one
free!”), or even traditional paper advertising with a number to call in order to purchase an item or
service. These are examples of traditional PPC Marketing, and the start of the PPC advertising model
as we know it today.

In essence, Pay-Per-Call Marketing is done when businesses contract publishers to generate qualified
inbound calls, also known as Affiliate Marketing. Publishers/Affiliate Marketers then are paid for
every sale or for every call lasting a certain duration.

Organizations don't always have the resources to form a permanent marketing or sales team. Instead,
they
may choose to delegate these tasks to affiliate marketers and call centers to reduce operating
costs. By diverting marketing and sales tasks to third parties, organizations can focus on building
products or providing services, while performance marketers are tasked
with promoting their business.

Publishers who work with PPC campaigns must establish effective and consumer-attractive messaging to
drive inbound calls into a PPC campaign. Thanks to the rise of online shopping, businesses are more
easily than ever able to track performance metrics of unique numbers linked to individual ad
campaigns.

Properly attribute marketing & sales performance, then use gathered data
to optimize those funnels by A/B testing campaigns to drive more calls in
the future.

How does Pay Per Call
work?

Unique phone numbers are generated using Retreaver which are assigned to a pay per call campaign. When
a lead calls the phone number attributed to a specific campaign, Retreaver can then link the inbound
call to the publisher that generated said call, and record any tracked caller attributes. Dynamic
tracking phone numbers are auto-populated on a website or landing page and allow you to track multiple
visitors simultaneously.

Conversions are used to measure how many sales a campaign generated. A conversion criteria is
traditionally timed, meaning if callers are speaking with an agent for longer than a specified timed
period, the call is considered "successfully converted" and the information is then processed for
reporting. Some campaigns define conversions outside of a timed range by using an event trigger
instead, such as a
caller opening an account or supplying payment information. In cases like this, call attributes can be
updated to indicate a conversion has occurred by the call buyer after the call is processed.

Main components of a Pay Per Call Campaign:

Pay Per Call Campaign

: Organizations who create
campaigns assign the requirements that must be met in order to qualify a call, such as when
the caller is of a certain demographic/industry, and/or the call lasts for a minimum duration of
time.

By using Retreaver, organizations can monitor their inbound call performance on a
detailed dashboard. Retreaver makes metrics tracking easy; we monitor the number of incoming calls
and converted sales a campaign generates, and can even isolate data by campaign, publisher, call
buyer or keyword for more detailed reporting.

Publisher

: Publishers apply to pay per call
campaigns, and
are assigned a campaign. Publishers will work
independently to send traffic to that campaign. When a publisher drives qualified leads to a call,
they receive credit for the calls they generate.

Call Buyer

: Otherwise known as a call endpoint,
call buyers "purchase" call traffic from publishers. As calls come in, they are routed to the best
available agent to handle that call (in most cases to finalize a sale or handle a support task).

Pay Per Call Campaign Roadmap:

Though it may seem complicated, PPC Advertising can be broken down into the following steps to help
you understand the process:

Design Campaign:

Organizations communicate with a publisher,
performance marketer or advertising networks to create a PPC campaign which
defines any qualifying caller criteria, conversion criteria and any required
third party tools that will be used to manage customer interactions.

Create Campaign:

The publisher is
in charge of driving
inbound call traffic to a campaign. Publishers would have to create
and manage their own campaigns using Retreaver. You may also grant collaborator access to a
publisher, allowing them access to certain campaigns or numbers you have previously created.

Generate Calls:

As inbound calls come
into a campaign,
Retreaver automatically
retrieves
any previous caller interactions using
a customer relationship manager of your choice, and can also create a caller profile
for new callers. This information can then
be forwarded to a call buyer prior to routing.

Route Calls:

Using previously gathered
caller profile attributes,
Retreaver will attempt to match calls with the best available call buyer. Retreaver
also offers
several features
and integrations
to help you design the perfect caller
journey and ensure great customer service for your campaigns.

Evaluate Calls:

Any calls that fulfill
the conversion criteria
specified, such as the call lasting a certain duration or if a purchase was made, will be tagged
as "converted" along with any revenue/payout values
associated with that call. Revenue is the amount earned from "selling" a call
to a call buyer. Payout is the amount spent "purchasing" a call from a
publisher.

Retreaver Support

Looking to learn more about pay per call?Contact Retreaver and we can explore
ways to implement your desired service. We're always working towards providing new solutions for our clients.

Need help implementing pay per call tracking?Contact our
support team, we will respond
quickly to resolve any technical issues. Our team is available to help your organization integrate your tech stack
successfully.

Visit our Knowledge Base for more information:
The Knowledge Base includes many walk-through
guides for our features.